The Concept Queen version of the classic – T’was the Night Before Christmas
‘Twas the day before concept testing
And all through the brand
Not a creature was stirring,
Not even the main (wo)man.
The screener was finished,
The recruit had begun,
With hopes of creating concepts,
That were second to none.
The team was excited,
And snug in the choice,
When picking a consultant,
Just one name was voiced.
MARTHA GUIDRY, The Queen
Had created the guide
The brand team was confident
That she’s on their side
When out in the focus room,
There arose such a clatter,
Clients sprang from their chairs
To see what was the matter
Away to the mirror,
They flew like a flash,
Tossed the M&Ms aside
So they landed – crash!
In the room, all were seated
Energy buzzed from inside
Giving the client a sense
They were in for a ride.
When what to their wondering
Eyes should appear,
But eight excited respondents,
Through, there were no reindeer.
With a charismatic consultant
So quick, lively and free
There were truly so happy
More rapid than lightening,
Through the concepts she did blaze,
It was so efficient and fun
Clients’ eyes whirled in a haze.
Now Benefits! Now ACBs!
Now RTBs, and Headlines
On Wrap Ups! On Images
OK, now let’s just go rank ’em!
From the top of the guide,
To the end of all groups,
She gathered great learning,
As if jumping through hoops.
In then, in a twinkling
From the room, clients did hear
The lead concepts they needed
So they had nothing to fear.
She was dressed kind of funky
From her head to her toes
Where she got the great earrings,
No one really does know.
A big stack of concepts
She had by her side
She gathered all the learning
Taking everything in stride.
Her eyes, how they twinkled
Her attitude so merry.
The respondents were helpful
The discussion did carry.
She develops concept with ease
Like some magical elf,
I laughed when I kept thinking
I could do this myself!
A wink of her eye and
A twist of her head,
Soon gave me to know
I had nothing to dread.
She listened to each word
And went straight to her work
She could tweak any concept
Then turned with a jerk.
And laying a finger
Aside of my chin
I knew hiring THE RITE CONCEPT
Was always a WIN!
She sprang from her chair,
To the team, gave a snap –
Led a terrific debrief –
Then called it a wrap.
But I heard her exclaim
Ere she drove out of sight
“Always think THE RITE CONCEPT”
Get all your concepts just RIGHT!